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What You Need to Know About CDPs

Customer data platforms (CDPs) are now ubiquitous and have created a lot of buzz. But many marketers are still unsure exactly how they work and how they enhance advertising strategies. The answer: nothing is more important than first-party customer data. Learn how to successfully optimize your current marketing efforts by utilizing your first-party customer data and enhance your value proposition messaging to grow sales.

6.
What is a CDP?
“An integrated customer database managed by marketers that unifies a company's customer
data from online and offline channels to enable modeling and drive customer experience.”
GARTNER

7.
CDP... another three letter MarTech acronym?
DIMENSION CDP DMP CRM DATA WARE HOUSE
CAMPAIGN
MANAGEMENT
MARKETING CLOUD
DATA INTEGRITY
Person-level profiles
based on all customer
attributes & behaviors
Segment-level only based
on de-identified audience
data
Person-level customer
records based on
identifiable data only
Person-level customer
records based on
identifiable data only
Person-level records,
identified based on
identified email
addresses only
Segment-level only,
person-level customer
records siloed in each
application if any
MARKETER CONTROL
Marketers have complete
control over access to the
data, as well as
integrations with other
platforms
Marketers have complete
control over access to the
data, as well as
integrations with other
platforms
Marketers have
minimal access to the
data, and no control over
integrations with other
platforms
Marketers have no access
to the data, and no
control over integrations
with other platforms
Marketers have complete
control over access to the
data, but lack control
over integrations with
other platforms
Marketers have complete
control over access to the
data, but often lack
control over integrations
with other platforms
ACCESSIBILITY
Integration with any
external marketing
platform that provides
or accepts identifiable
and/ or de-identified
audience data
Integration with external
marketing platforms that
provide or accept
de-identified audience
data only
Integration with external
marketing platforms that
provide or accept
identifiable audience data
only
Does not easily integrate
with all external
marketing platforms
Integration with external
marketing platforms that
provide or accept
identifiable audience data
only
Does not easily integrate
with all external
marketing platforms

8.
In five years, the CDP ”category” has become an umbrella term for three sub-types of platform
A marketing system that unifies a company's customer
data from marketing and other channels to enable
customer modeling, and optimize the timing and targeting
of messages and offers.
o Strengths are data
collection and profile
unification
o Focus is on technical
marketing roles
o Enterprise-scale and
implementation
o Support for ETL &
matching processes
o Non-technical enablement
and orchestration
o Delivery of message
content and sequencing
o Data unification focused
on input for web/mobile
personalization
o Purpose-built to address
activation, ID resolution,
and OOTB analysis
o Connections to external
systems for profile
unification
o Advanced segmentation
and predictive automation
o Offer component or partial
CDP functionality
o Typically lack a persistent
profile
o Solutions for discrete parts
of a CDP rather than a
whole platform
Source: “Market Guide for Customer Data Platforms for Marketing” July 2018
OPERATIONAL DATA
MANAGEMENT
MARKETING
PERSONALIZATION PURE-PLAY LOOK-ALIKES
CUSTOMER DATA PLATFORMS
CDP is not a homogenous category

14.
POLL QUESTION
1) We have extremely minimal customer data sources
2) We have goals to collect customer data but collecting it and applying it are
difficult
3) Our customer data is reasonably well-organized; there is some integration
between them
What are your current data processes?

15.
Start where you are.
Use what you have.
Do what you can.
-Arth
ur Ashe

16.
Resources
We can identify the right stakeholder(s) to act as project manager and
use the platform with external support
2
3
After training and onboarding, we expect to be able to independently
operate the platform with clear strategic objectives
We have no dedicated user or ability to operate autonomously (i.e.
we’re unlikely to implement without heavy reliance on external
partners)
1
Which of the following best
describes the resources you’d
have available to support a new
piece of marketing technology?
Which of the following best
describes your existing
technology?
Four simple questions to assess your CDP readiness
Existing Tech
We have moderately sophisticated infrastructure for our website (e.g.
tagging); campaign management (e.g. ESP); and customer data (e.g.
database of some kind).
2
3
We have a modern technology stack (or are actively investing in
upgrades to it) and we see that stack as key to differentiating
ourselves in the market
Our web and data technology are archaic; what we have is
rudimentary and/or cheap, and we don’t use very many solutions
1
Data processes
There is a deliberate effort to collect customer data, but it’s
highly fragmented both in terms of collection and
application.
2
3
Our organization has many sources of reasonably
well-organized customer data with at least some level of
integration between them.
We have extremely minimal customer data (1-3 sources at
most)
1
Budget
We need a business case that can focus on multiple use
cases/plan for ongoing implementation, as well as a vision
for incremental value.
2
3
We have dedicated budget already for customer data
initiatives like a CDP and would likely acquire one through an
RFP or competitive evaluation.
Budget allocation is contingent on immediate ROI for a very
specific use case.1
Which of the following best
describes your data
processes?
Which of the following best
describes your budget
process for new tools?

17.
www.blueconic.com/proficiency
01
02
03
Take the assessment.
Anyone who works with customer data in your organization can and should take the
assessment; identifying differing opinions about readiness early helps anticipate
roadblocks and get alignment before buying.
Review your results.
In addition to comparing scores across colleagues/teams, conduct a deep dive on which
of the three groups – Experimenter, Accelerator, or Visionary – you fall into and draw
inspiration from companies like you using a CDP today.
Build list of use cases.
Based on your marketing goals, vertical/business model, and proficiency, the BlueConic
team will help you create a realistic and progressive set of use cases that ultimately will
serve as the basis of a prioritized roadmap for your CDP implementation.
BlueConic’s CDP Proficiency Framework

18.
POLL QUESTION
Where are you currently in your CDP journey?
● What’s a CDP? I’m here to learn.
● We’ve heard some pitches, need to know more.
● We’ve narrowed it down to a couple partners.
● We currently use a CDP today

24.
Copyright 2017 - Q4 Amazon Virtual Summit
Some vendors in these
ancillary categories
(analytics tools,
orchestration engines,
etc.) label themselves
as CDPs to be included
in RFPs.
Some vendors used to
compete in other
categories - they may
have been branded as
DMPs, analytics tools,
or tag management
tools.
Each vendor seems to
believe that its offering
(often with ancillary
capabilities) should
define what HAS to be
in a CDP to be called a
CDP.
Clients: But… but… I don’t understand
Other vendors in these
ancillary categories,
especially marketing
cloud platforms, try to
negate the need for a
CDP by “offering the
same functionality”.

26.
So, how should we define a CDP?
CDPs are platforms that are able to:
● Ingest and integrate customer data from multiple sources
● Offer customer profile management
● Support “real-time” customer segmentation
● Make customer data accessible to other systems

28.
Ingest the right volume & speed of data
● Ingest and rapidly reconcile huge volumes and complexity of data
from websites, mobile, and elsewhere.
● Capture and combine data with different structures — from
traditional lists to social data to chatbot data — to provide a more
complete picture of the customer.
● Maintain and manage persistent consumer profiles that provide a
universal or single view of each customer.
● Store data over time for longitudinal analysis and customer
understanding.

32.
Enable omni-channel orchestration
● Ensure relevant communications - regardless of channel - based on an
understanding of the customer and their interaction history.
● Maintain customer conversations. By capturing engagement and
behavior in a single profile, marketers can evolve beyond “messages”
into conversations that take into account a customer’s previous
interactions and behavior.

33.
Audience insights for all (not just analytics)
● Reduce the time to answer customer questions. Marketers with
limited technical know-how can query customer data and make
informed customer decisions.
● Free up time for data scientists and IT. As marketers engage with
customer data and learn to perform basic analytics and segmentation,
it liberates data science teams to work on more advanced — and
valuable — analyses.

34.
Real-time customer interactions
● Enable personalization. By capturing previous activity, third-party and
contextual data, and maintaining persistent profiles, CDPs power
personalization initiatives to anonymous and known customers.
● Improve engagement through other systems. By making data
accessible to third-party systems, CDPs boost the value of each
system - ensuring the next best message and action regardless of the
point of interaction.

38.
Copyright 2017 - Q4 Amazon Virtual Summit
Look beyond the
marketing department
Assess your end-to-end
customer data and
marketing stack
Consider your current and
desired future business
and customer use cases
So… Should I Work With A CDP?

39.
Copyright 2017 - Q4 Amazon Virtual Summit
Assess your end-to-end
customer data and
marketing stack
So… Should I Work With A CDP?
● Do you have multiple engagement channels? If so, do you
have an existing approach to combining data (including
offline and online data) from these upstream systems?
● Do you have an existing approach to translate event
streams from multiple sources into customer-based data
points by applying identity resolution, privacy rules, and
profile attribute functions from other upstream systems?
● Is your data collection standardized across modes of
interaction, development teams, and external sources and
systems?
● Do you generate universal customer profiles and make
these profiles and attributes accessible to the analytics
and/or engagement solutions that may need it, in the
required timeframe and format?

40.
Copyright 2017 - Q4 Amazon Virtual Summit
Assess your end-to-end
customer data and
marketing stack
So… Should I Work With A CDP?
Are you able to:
● Ingest the right volume of data in various formats to
develop a clear understanding of each individual
customer?
● Standardize the data, resolve identities, and ensure
privacy/compliance to deliver a positive customer
experience?
● Deliver a seamless experience to customers regardless of
the channels through which they choose to interact?
● Segment and analyze customers in real-time to enable
personalization and improve relevance and customer
experience?
Consider your current and
desired future business
and customer use cases

41.
Copyright 2017 - Q4 Amazon Virtual Summit
Assess your end-to-end
customer data and
marketing stack
So… Should I Work With A CDP?
● Is digital (becoming) the primary way you interact with
your customer?
● Are privacy and governance top concerns and/or do you
expect them to become a top concern in the near future?
● Do you require clean data in motion (e.g. employing
just-in-time, read-on-schema data warehousing
strategies)?
Consider your current and
desired future business
and customer use cases
Look beyond the
marketing department